Forgotten Christmas

How could GFA introduce the Christmas Gift Catalog to a new audience?
Content marketing.

Forgotten Christmas Videos

Gospel for Asia produced free videos as a resource for pastors to show in their churches around Christmas time. The videos might have been great, but the marketing and other tools needed to be created to get the word out about it.

Challenge

  • Craft a compelling video, under 2-minutes that pastors would want to show in their churches.
  • Design, develop and write a microsite that connects the video with GFA's Christmas Gift Catalog, so that ordering the catalog makes sense.

Solution

The Web Director (at that time), myself and the lead developer worked through all the user screens, mockups and backend ramifications. We outsourced some of the design templates during the initial design. We user tested the entire campaign creation process, wrote and implemented triggered emails for the initial phase.

After 3 years, we wanted to update the code to reduce web page load time, make the campaign pages and subsequent communications feel more modern and ensure the campaign pages worked well on smart phones. New designs, user flows and communications were mocked up. User testing commenced with this new version of the design and code as well. The new style launch in 2015.

Results

  • Videos and catalogs offered through Forgotten Christmas produced at least 8,000 new leads.
  • 55,000 Christmas Gift Catalogs were ordered through Forgotten Christmas, producing 10:1 ROI.
  • Through Facebook ads and email marketing, Forgotten Christmas continues to produce thousands of catalog orders each year.